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BMW AG: The Digital Car Project
BMW AG: The Digital Car Project
Case Study
©2007, Stefan Thomke, All Rights Reserved
Note:
"One time permission to reproduce
The Case text A & B granted by
Harvard Business School Publishing.“
September 25,2008
Thank you
2-4-4
.
MIDTERM – HBS Case Study
BMW AG: The Digital Car Project (A & B)
Individual A i
I di id l Assignment t HBS Part A: 9-699-044
21p
and HBS Part B: 9-699-045
3p
Author (s): Stefan Thomke, Ashok Nimgade
Description:
Describes ho the German a tomoti e firm BMW is tr ing to red ce its de elopment time b how automotive trying reduce development by half with the aid of computer-aided technologies. To leverage these technologies fully in the very competitive automotive industry, BMW is faced with the challenge of changing its processes and organization, gradually building new development capabilities. This tension between the old and the new is played out in BMW's design area, which has historically been area responsible for much of BMW's strategic product positioning.
Focuses on:
1.
2.
2
3.
Managing automotive development, with an emphasis on exterior styling;
New computer-aided technologies and their potential impact on development performance; and
The organizational and process changes required to gradually build a firm's development capability.
Subjects Covered:
CAD, CAE,
CAD CAE Organizational change Product Design Product Development Reengineering change, Design,
Development, Reengineering.
Setting Information:
Germany; Automotive industry; DM 50 billion revenues; 115,000 employees; 1997
2-4-6
BMW AG:
The Digital Car Project
Block 1: BMW’s Product Positioning and Development Process
The purpose of this introduction block is to develop an understanding of how BMW competes and why industry dynamics put pressure on it to change how BMW competes and why industry dynamics put pressure on it to change
•
•
•
•
•
Question: What
BMW AG: The Digital Car Project
Case Study
©2007, Stefan Thomke, All Rights Reserved
Note:
"One time permission to reproduce
The Case text A & B granted by
Harvard Business School Publishing.“
September 25,2008
Thank you
2-4-4
.
MIDTERM – HBS Case Study
BMW AG: The Digital Car Project (A & B)
Individual A i
I di id l Assignment t HBS Part A: 9-699-044
21p
and HBS Part B: 9-699-045
3p
Author (s): Stefan Thomke, Ashok Nimgade
Description:
Describes ho the German a tomoti e firm BMW is tr ing to red ce its de elopment time b how automotive trying reduce development by half with the aid of computer-aided technologies. To leverage these technologies fully in the very competitive automotive industry, BMW is faced with the challenge of changing its processes and organization, gradually building new development capabilities. This tension between the old and the new is played out in BMW's design area, which has historically been area responsible for much of BMW's strategic product positioning.
Focuses on:
1.
2.
2
3.
Managing automotive development, with an emphasis on exterior styling;
New computer-aided technologies and their potential impact on development performance; and
The organizational and process changes required to gradually build a firm's development capability.
Subjects Covered:
CAD, CAE,
CAD CAE Organizational change Product Design Product Development Reengineering change, Design,
Development, Reengineering.
Setting Information:
Germany; Automotive industry; DM 50 billion revenues; 115,000 employees; 1997
2-4-6
BMW AG:
The Digital Car Project
Block 1: BMW’s Product Positioning and Development Process
The purpose of this introduction block is to develop an understanding of how BMW competes and why industry dynamics put pressure on it to change how BMW competes and why industry dynamics put pressure on it to change
•
•
•
•
•
Question: What